Viewpoint
same brand synergising strategy that has helped in the decline of Hasbro’s game business. A game department fi lled with multiple iterations of the same brand is a boring department. Bore the consumer and they move on. So what do we learn by looking at GAMES instead of games? Well, here is what I think: Overall, it appears that the number of people
actively playing GAMES continues to grow. Between all four categories, there are a lot of players. On the other hand, the greater gaming
community may not be suffi ciently broad enough to make all platforms successful. In addition, game players seem to migrate
by generation. Those from the 80s and 90s went from board games to video games; those from the ‘noughties’ went from video games to social network games and the latest generation has gone mobile. That means each platform appears to have its moment and then fi nds its place in the broader game matrix. Each of these platforms will from time to time
increase their share, but it will (until some new platform comes along) come at the expense of another one; at least for now it’s a zero-sum game. Finally, everything changes and we can expect it to continue to do so. New game platforms are going to arise from unexpected places. Game manufacturers from Nintendo to Zynga
to Hasbro are struggling. The GAME industry, however, is doing well. How the GAME pie gets divided is the bigger issue.
media platform; although it seems increasingly rare to fi nd these events nowadays. As budgets are squeezed ever further, the
Dan Salem Prism Digital
Solutions Try before you buy…
As the end of the Summer nears (can we even call it Summer this year?), and the Olympics draws to a close, I feel we should refl ect on the outdoor world and experiential events as a
rationale for any experiential activity becomes harder to justify to those who hold the purse strings. This seems at odds with the feedback of consumers from such events, whose engagement with the brand is often the driver for sales of the product. We have all enjoyed the free food samples from the local supermarket and, whether through guilt or genuine surprise, found ourselves buying the products. In the world of toys you can probably count on one hand the number of experiential events that take place over the Summer, and yet, for
Razor scooters, swingball and Nerf, their event marketing has contributed signifi cantly to their increased popularity and success. We all know that the weather can be a determining factor, but the opportunity to get your product into the hands of the consumers, even in a store environment where you are sheltered from the elements, has got to be worth considering. For media brands who often use events, the discussion has always been whether one is actually rewarding existing consumers or bringing in new ones. Disney’s Jubilee activity in Hyde park over two days is said to have attracted over 100,000 people, and while the bigger event continued
Amelia, Your Victorian Girl™ is the latest addition to the award winning range of historical play dolls, books and accessories in the new range, A Girl for All Time®. Designed by British boutique toy company Daughters of History Ltd., founder Frances Cain has carefully crafted the range to appeal to modern girls aged 6 and over.
The series is cleverly developed to draw on the Key Stage 2 historical periods taught in primary schools across the UK, reflecting eras already familiar to today’s school children. Tudor, Victorian, WWII, Elizabethan, Restoration and Georgian times are all explored and beautifully recreated within this series of meticulously researched dolls, books and accessories. The series also teaches about genealogy and family trees, as each character/doll is related to each other through their very own maternal family tree.
Standing 16” tall, these beautifully crafted dolls are dressed in luxe costumes that echo the sumptuousness of days gone by. Designed to withstand endless play, the dolls have with articulated limbs, and luxuriant hair that can withstand hours of brushing.
Amelia, Your Victorian Girl™ joins the already released Matilda, Your Tudor Girl™. Matilda was launched in September 2011 to rave reviews and several awards, including ‘Best Doll’, ‘Top 100 Educational Toys’ and ‘Top Five Toys for Girls’
For further information please contact :
info@AGirlForAllTime.com or
Frances@DaughtersOfHistory.co.uk
www.AGirlForAllTime.com Toyworld 51
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